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Month July 2011

Jet Airways and Airtel started their journey almost in the same decade (90’s), few years ago Airtel opted for a complete revamp of logo, while Jet Airways retained the logo and modernized the identity. Both the businesses are very new in India, changing consumers and the changing business objectives forced both the brands to relook at the logos and identities.

Airtel opted for a new logo while retaining the red and white colors. I do not know what the equity studies have thrown up it took me by surprise and so where pundits and the millions of subscribers. Wisdom says to retain the elements, which made you successful and junk the baggage, Airtel dumped the Avant-garde typography and retained the color instead.

Jet Airways on the other hand retained the “flying sun” logo and introduced the yellow ribbon as a contemporary element in the identity. Because losing the equity of the “flying sun” would have proved disastrous in tying to chase a new international image. Protecting the successful domestic market was also a key challenge which they achieved easily by retaining the logo, while successfully managed to curve a new modern, young world-class airline imagery by the introduction of a cheerful, fluid ribbon motive.

So in other words Airtel opted for “Discontinuous” change while Jet opted for “Discontinuously continuous” change.

Proctor & Gamble invented the term “Discontinuously continuous” which means the design must look similar to the earlier one in isolation and dissimilar when observed closely, so that you do not loose out on the equity of familiarity, affinity and instant reorganization built over the years and still tries to modernize the graphics like what Jet did or “Apple” keep doing it every now and then.

Discontinuously continuous is a very pragmatic approach for all successful heritage brands to keep in touch with the ever-changing world; here are some classic examples of brands adopting this approach: